Cannes Lions

RACE A NATION

McCANN WORLDGROUP ROMANIA, Bucharest / VODAFONE / 2018

Awards:

3 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

We transformed Vodafone’s network stress test into a live game that even the competition could join.

We developed a live mobile game where a real car’s coordinates were converted in real time through the Vodafone network. For the game play, we teamed up with 8 times national rally champion Titi Aur and mapped the rally circuit on the road every Romanian is proud of: the remote Transfagarasan in the Carpathian Mountains.

We promoted the game through an integrated campaign and made sure everyone was online for the live race.

From the road in the mountains, live on every phone, the car’s movement was instantly mapped in the game so that people could race against the real performance of the actual rally car. The pilot’s coordinates stood as proof of network while anyone could experience its strengths by joining the mobile game regardless of their own operator.

Execution

We developed a live mobile game where a real car’s coordinates were converted in real time. For the game play, we teamed up with 8 times national rally champion Titi Aur and mapped the most remote road in the Carpathian Mountains as the rally circuit. The virtual car respected the real one’s unique features such as drifting capacity and aerodynamics so that the game matched exactly what was happening on the road during the live race.

We promoted the game through an integrated campaign and made sure everyone was online for the live race. The game reached over 150 thousands game downloads and a total of over 24 200 hours in-app time. It made it to the country’s biggest gaming events and was covered by the most popular TV tech show as well as the #1 driving show and national news.

Outcome

• 157 725 downloads

• +24 200 hours total in-app time

• Vodafone gained “best network performance” among non-users

• 14% growth in network performance perception

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